“Jiffy” 1930’s Edition
“Jiffy” Packaging Redesign
Project Brief:
For this assignment, I was tasked with revitalizing the Jiffy brand by redesigning three of its product packages. The goal was to modernize the packaging while preserving the brand’s core identity, ensuring it still felt familiar to loyal customers. This project served as an exercise in branding, packaging design, and systematic visual identity development; focusing on cohesion across different product lines.
Tags:
Insights:
For Jiffy’s rebranding, I’m embracing a 1930s vintage Americana aesthetic to amplify the brand’s nostalgic feel and rich history. To enhance authenticity, I’ll retain Jiffy’s signature blue, black, and red color palette while introducing an off-white background for a more layered and dynamic visual appeal. For typography, I’m exploring vintage-inspired typefaces that seamlessly integrate with the existing packaging hierarchy. Imagery and textures will draw from classic Americana elements, such as vintage photography, old magazine ads, matchboxes, bottle caps, signage, and maps to strengthen Jiffy’s connection to rural, all American values. Ultimately, the goal is to celebrate Jiffy’s deep roots and timeless charm by honoring its history and elevating its well-established nostalgic appeal.
Audience:
This rebrand focuses on Millennial and Gen Z shoppers, reimagining a product traditionally favored by an older demographic to better resonate with younger consumers. The challenge was to modernize its appeal through vibrant visuals, contemporary typography, and relatable messaging; while preserving the iconic essence that has made it a household staple. By balancing nostalgia with fresh energy, the redesign bridges generational gaps, ensuring the product feels both timeless and current.
The Mess And Play Of Design
What I Learned:
Through this project, I gained my first hands-on experience in packaging design, discovering how subtle design choices—like typography, color, and layout—can modernize a brand without losing its identity. Researching shopper demographics and competitor packaging taught me how strategic visuals influence purchasing decisions. Designing three packages as part of a unified system emphasized the importance of scalability and consistency, while practical constraints (like print margins and label sizing) pushed me to balance creativity with functionality. Ultimately, this rebrand deepened my understanding of how branding extends beyond logos—it’s about creating a cohesive, functional, and emotionally resonant experience for consumers.